To be really honest, nobody enjoys being pursued by a salesman. Each of us has been on the receiving end of those constant calls, emails that seem to be written in all caps, LinkedIn messages screaming “BUY NOW!” It’s not a nice experience, and most likely it makes us not want to deal with that individual.
Still, in sales follow-up is vital. A lead neglected is one that is most prone to get cold. How therefore do we find that careful balance between remaining top-of- mind and turning into a pest? Every salesperson should learn the art of the follow-up since that is what makes difference.
The secret is, I think, changing our perspective. We must begin to see follow-up as “nurturing” relationships rather than “chasing” ones. It’s about showing the prospect that we really care about helping them to address their difficulties, so fostering value and trust.
Past the “Just checking in” email:
Shall we abandon the general “just checking in” email? It’s lazy, adds nothing, and cries “I haven’t put any thought into this.” Rather, let’s concentrate on creating tailored, pertinent, useful follow-ups.
The following are some ideas:
Share with the prospect useful material you come across—an article, blog post, or case study pertinent to their sector or problems. This demonstrates your value as a resource and your awareness of their needs. Hi [Prospect Name], Given our discussion of [Their Challenge], I thought you might find this article on [Topic] interesting. Tell me your opinions, please.” “
Present a fix for a particular problem. If you know the prospect is having trouble with a specific problem, provide a recommendation or offer of advice. This could be a reference to someone who might be of assistance, a hint, or even a tool. Hi [Prospect Name], As I considered our discussion on [Their Challenge], I recalled this [Resource/Tip] that might be useful. It’s enabled other businesses just like yours to overcome comparable obstacles.”
If you pledged to do anything, keep that promise and offer an update. This lends credibility and shows dependability. Hello [Prospect Name] wanted to quickly inform you on [Agreed Action]. [Update information].”Ask the prospect a careful question connected to their company or sector to start a conversation. This reveals that you really want to know their requirements. Hello [Prospect Name]. How your team is presently managing [Challenge Area] piqued my interest. Have you come across any particular techniques that seem very successful?
Use the facts you know about the prospect to customize your follow-ups. Talk about their business, their position, or something particular you covered in your last conversation. This indicates that you are not merely forwarding a mass email blast.
Nearly everything depends on timing.
Although the ideal follow-up date is not a magic formula, it’s always advisable to follow up shortly after your first contact, particularly if you promised to do something. Though it depends on the business, the prospect, and the nature of your contact, a few days later is usually a decent beginning point.
Feel free to try varying follow-up frequencies and timing. Track your outcomes to find the greatest fit for you. Remember, nevertheless, quality over quantity. Sending a few really customized and meaningful follow-ups is preferable than bombarding the prospect with generic letters.
Continuity vs. Pressiveness:
The line separating pushiness from tenacity might be hazy. Respect of the prospect’s time and limits is the secret. If they have said clearly they are not interested, honor their choice and carry on.
Should they not reply, avoid presuming they are not interested. They might be busy; your message might have disappeared from their inbox. Try reaching out at another time or an other channel of contact.
It could be time to back off, though, if you have attempted several times and still not gotten a response. Burn bridges, but don’t waste time following a lead that is obviously not headed anywhere.
The Long Run:
The sales cycle can occasionally be complicated and drawn out. Closing a contract could take weeks, months, or even years. That’s when regular and worthwhile follow-up becomes very important.
Even if the prospect isn’t ready to buy yet, keep in contact with them. Keep offering value; develop trust; and strengthen the bond. When the time is right, you will be first on mind and ready to assist them in decision-making.
In essence:
The follow-up’s art lies in developing real relationships, offering value, and honoring the prospect’s time. It’s about transcending the “just checking in” email and creating customized messages meant for the particular person. It’s about tenaciousness without pushiness. It’s also about playing the long game since occasionally the best offers take time to close. Learning the follow-up is an investment in creating enduring relationships and reaching long-term sales success, not only a talent.